Published On: Thu, Aug 13th, 2015

Who What Wear Closes $8 Million Series B From Amazon, Others


Who What Wear, a shoppable conform site with 3.8 million uniques, has currently announced a tighten of an $8 million Series B turn with appearance from Amazon and Bertelsmann Digital Media Investments. Existing investors, such as Greycroft, Lerer Hippeau Ventures, Advancit Capital, Mesa Ventures, and Double M Partners, also participated in a round.

Who What Wear was started in 2006 by founders Hilary Kerr and Katherine Powers, after a former prior wrote for ELLE Teen Vogue and Nylon and a latter hold a West Coast Editor position for ELLE and ELLEgirl.

“We were examination a arise of a report blogs online and we satisfied that we could indeed devour a same calm we were removing from a magazines online,” pronounced Power.

Who What Wear was born, and is one of 3 media properties that tumble underneath a Clique Inc. umbrella. Byrdie, a site that focuses on all beauty, and MyDomaine, that offers adult 100 percent shoppable advice, are also underneath that umbrella. All 3 sites together see 11.2 million uniques.

Who What Wear, on a other hand, is all about charity adult conform advice. What creates WWW opposite is that a media site has been doing a possess chronicle of local promotion given before 2007, though even over advertorial products, a whole site is shoppable.

In other words, any square of calm mentioned on Who What Wear can be clicked on and pull a reader into a buyer.

“What creates us opposite is that a readers have a really opposite vigilant when they come to a sites,” pronounced Power. “They competence go elsewhere for party or news, though they know that any square of calm on Who What Wear, or Byrdie or MyDomaine, has a call to action. They wish to be desirous to try something or buy something.”

The new appropriation will be used to grow a calm business as good as enhance internationally, initial in Europe and Australia. And over that, it seems that Who What Wear is looking to launch a possess ecommerce product.

Meanwhile, a investment from Amazon is important though not unexpected. Amazon has been beefing adult a fashion-related products, opening a large photography studio in London final month and employing Suki Waterhouse as Amazon Fashion code ambassador.

WWW’s concentration on curated, shoppable calm seems like a good fit for Amazon.

You can learn some-more about Who What Wear here.

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